If we spend X amount on a regular fiction show, it is 20X on a show like '24': Raj Nayak, Colors

A lot is riding on the much awaited second season of Anil Kapoor-actor-starrer ‘24’ whose trailer is already creating a lot of buzz. From a sponsorship perspective, it looks strong with Colors roping in Maruti Suzuki S-Cross as presenting sponsor and Chinese handset maker Oppo as ‘Powered by sponsor’ for the show; Tata Motors, was the title sponsor in 2013. The Channel is currently in discussions for Associate sponsorship packages as well.

Raj Nayak, CEO, Colors is upbeat about the second season, scheduled to air on July 17, and calls it as ‘one of the channels’ biggest launches for this year.’

Talking about its USP he shares, “This is a brand new story and very relevant in today's global environment. Some of the characters are new while the main star-cast remains the same.” He maintains that the show is one of their most expensive properties in the fiction show category. “On the fiction show front, I don’t think there is any other show which is as expensive as ‘24’ in terms of content and casting. If we are spending X amount on a regular fiction show it is 20X on a show like ‘24’.”

The first season of 24 aired Friday-Saturday at 10 pm, the channel hasn’t yet revealed the timing for the second season, as of now apart from the fact that it’s premiering on a weekend.

“We have a better understanding of the audience profile and the markets where ‘24’ did well last season. A show like this is treated like a movie release and comprises of 360 degree marketing. Our weightage and media mix on different mediums will be tweaked. Also, with so many multi-platforms coming up, the show’s popularity will only increase,” adds Nayak.

Last time, Colors released a video game based on the show prior to its telecast. Can we expect the same this time too? “We will definitely have a game, and the teams are ideating between up-gradation and creating a new one,” says Nayak.

Both Maruti Suzuki and Oppo are looking forward to what their association (with the show) will bring to the table.

RS Kalsi, Executive Director,Marketing and Sales, Maruti Suzuki India says, “’24’ is new form of international, premium entertainment, with an interesting amalgamation of fiction and reality for premium audience. It’s futuristic as its storyline will never go stale. S-Cross is a premium offering, which offers a unique combination of power and performance of a SUV and the comfort of a sedan. The target audience that ‘24’ caters to and its genre allows us to draw synergies between the brands of S-Cross and ‘24’. This association highlights the most significant virtues of S-Cross that make it an ideal crossover. S-Cross is perfectly designed to conquer the busy streets of the city as well as rough terrains which makes it the ideal crossover for the lead character Jai Singh Rathod played by Anil Kapoor. It’s the most apt vehicle for the show.”

Kalsi is confident that the show will bring in more takers for S-Cross. “This programme is based on an international format. The target audience belongs to a premium class and they will be interested in buying a high performance car like this.” The automobile company is planning a 360 degree marketing campaign around the same show with the content being discussed in various forums even in IIFA.

Sky Li, VP & MD of International Mobile Business and President of Oppo India said “We are thrilled with this partnership with popular show ‘24’. Oppo has become a game-changer in the mobile devices industry through its innovation and leadership in Selfie Technology and Camera Performance, and so is the show with its action packed drama amid twists and turns. Our alliance with the show enables us to draw synergies with the show’s target audience and cater to their needs while increasing market penetration and brand recall. In fact this is one platform where we can showcase our technology.” The Chinese handset maker is looking to increase its market share in India’s mobile handset category and getting more visibility with its association.